#1-5: Unsuccessful Packaging

#6-10: Successful Packaging

#1 This is a packaging for a peanut butter jar made by the Saratoga Peanut Butter Company. I think this is an example of an unsuccessful packaging because of its imbalanced use of typefaces and layout. First, the three different typefaces used on the front are clashing and do not seem to have a well-balanced hierarchy. Some words even have drop shadows which makes the design look too complicated. Also, the colored circle behind the writing is not an effective background, but rather a distraction. The gradation in the center of the circle and the combination with the striped background make it even worse. Overall, this packaging seems not to have a clear concept and provides the customer with an overload of design elements.

#6 This packaging from AmericanApparel is an example of a successful one. It is simple, clean, and straightforward. The graphic on the outside helps consumers see exactly what the product looks like and therefore allows them to know what to expect from the purchase. The typeface suits the product image and follows the brand identity. This packaging concept is used throughout the store and is successfully capturing the customers’ attention.